Apple TV+ will now be available as an add-on in Amazon Prime Video bundles, and users will be able to watch Apple TV+ films and shows in Prime Video apps and devices without downloading a separate app, the two companies announced.
The offering from Amazon promises to give users the option to stick with a familiar app and manage payments through one billing system.
Despite considerable media buzz and critical acclaim for its shows, Apple TV+ has lagged behind many of its competitors in terms of both total subscribers and retention. The deal with Amazon could expose Apple TV+ to new customers, and the bundled nature of this subscription could help retain them even in slower content periods.